Sweet Louise support Kiwis with incurable breast cancer to live for as well as possible, for as long as possible. 

For the third year of their flagship fundraising walk — Walk 50K This May — they requested an 11-email stewardship journey to help them smash their previous fundraising achievements.

I built momentum and excitement pre-walk, interweaving stories from previous walkers and people who have benefitted from Sweet Louise’s support to really drive home how the money raised would make a tangible difference. 

During May, the focus was on keeping walking and raising funds — again, driving home the urgency by relating back to Sweet Louise members whose final years of life were being made a little easier through a range of practical, emotional and financial support.

This three-minute ‘BBC Radio 4 Appeal’ was recorded by actor, national treasure and Childline supporter Robert Lindsay. 

My script drew on the history of the service, included stories from real young people who’ve been supported by Childline, and gave concrete examples of how donations will be used to help children recover from abuse.

Act for Kids support children who have experienced abuse and neglect to recover from their trauma. As part of a major push for new supporters, I created a direct mail pack comprising a print letter, lift piece and a series of eDMs.

The copy synthesised a large insights document, bringing out key research findings alongside case studies from experts who work at AFK, and anonymised stories about the children who have experienced abuse and neglect.

The content, particularly the emails, needed to be snappy, engaging and persuasive while still being aligned with AFK’s emotive tone of voice and the seriousness of their cause. 

Walk for Children is the NSPCC’s annual Christmas walk and fundraising event. It’s a chance to get together with friends, family or furry friends, walk 5k and raise money to help keep children safe at Christmas. 

I created a detailed messaging matrix covering social media, emails, web copy and more, meaning teams across the organisation had content they could easily draw upon to put out consistent and engaging comms.